Acta academica karviniensia 2021, 21(1):29-41 | DOI: 10.25142/aak.2021.003

THE EMERGENCE OF A HOLISTIC MARKETING CONCEPT IN THE MARKET ORIENTATION CONSTRUCT - VALIDATION OF A NEW MEASUREMENT TOOL

Bence Kovács, Zoltán Szakály, Enikő Kontor

University of Debrecen, Faculty of Economics and Business, Böszörményi Str. 138. Debrecen, 4032 Hungary

The current study examines the most modern approach of the marketing concept, the so-called holistic marketing concept in small and medium-sized Hungarian enterprises in the food industry. The study attempts to match the holistic marketing concept to the construction of market orientation. The most widely accepted approaches of market orientation (behavioural and cultural) derive from the marketing concept, and they identify how the organisation tries to adopt the marketing concept during its operation. The research is based on a questionnaire survey of 150 companies. To examine the validity of the scale, the following calculations were performed:  Cronbach’s alpha, the composite reliability index, McDonald’s omega, the Fornell-Larcker criterion and the CFA analysis. After the validation process, the authors found four dimensions. They are as follows: Internal Marketing, Integrated Marketing, Relationship Marketing and Societal Marketing. According to the authors, the holistic marketing concept can be a new approach of market orientation which can model, in a more suitable way, the modern and changed market conditions to measure and examine the adopted level of market orientation.

Keywords: holistic marketing concept, market orientation, small and medium-sized enterprises, validation.

JEL classification: C52, L25, M14, M31

Received: February 10, 2021; Revised: March 5, 2021; Accepted: May 19, 2021; Published: May 27, 2021  Show citation